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Förslaget inkom 2010-02-05

Thesis work: Customer buying behavior IKEA of Sweden, Älmhult

OBS! ANSÖKNINGSTIDEN FÖR DETTA EXJOBB HAR LÖPT UT.
The thesis project will be done at IKEA of Sweden in Älmhult. IKEA of Swedens task are to create the global range and steer our global purchasing business. Values like respect, honesty and simplicity in combination with different ways of thinking and willpower, reflect our culture and let us grow strong together.

Share your big ideas where everyone wants to hear them

Outdoor Living is a newly prioritized area within IKEA, and there is a strong focus in understanding the customer needs, in order to have an attractive offer for everyone, regardless of climate, space or lifestyle. We will expand our range, both in width and in depth, as well as the sales period. The target group is existing IKEA customers.

During fall and winter 09/10 we have conducted a survey in ten countries, mapping the customers’ life outdoor, e.g. their space, needs, and activities.
The next step in our customer research is to understand the customer buying behavior, answering questions like;

- What triggers the buying process?
- What is the most important item when buying for the outdoor space?
- At what time during the year does the buying process take place? Main items? Complementary items?
- What factors are influencing the buying process?
- What happens during the buying process – AIDA?
- Is there a difference in the buying behavior for outdoor furniture and accessories, such as cushions and parasols?
- What are the common denominators in the buying behavior in different markets? Are there any major deviations?
- Can we see any clusters of customers when analyzing the buying behavior?

Our proposal is a project focusing on a methodology for collecting this information and analyzing it, as well as conducting the research in at least one country. IKEA can then implement the research in other markets.

We are looking for two students who are planning to do their thesis work during the second half of the spring 2010, for ten weeks. We think you’re studying economics or behavioral sciences. If you have experience from retail, that is a great plus.

If you have any questions regarding the thesis, please contact Johanna at 0708-35 10 26. For questions regarding the recruitment process, please contact our HR Service Center at 0476-58 75 00.

Welcome with your application!

http://jobs.brassring.com/1053/ASP/TG/cim_jobdetail.asp?partnerid=13900&siteid=5007&AReq=92009BR


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